TURNING HEADS

Published on January 13, 1997.

Bold print advertisements for Lovable lingerie are targeting active women in conservative India, where the $440 million market consists largely of unbranded products. New York-based Lovable Co. has joined forces with Bombay's Maxwe ll Apparel Industries to introduce its upmarket range that emphasizes comfort and style. The print, outdoor and merchandising campaign, handled by Contract Advertising, has drawn the ire of at least one Indian leader, who defended his support for a controversial Michael Jackson concert in Bombay by saying any protest was hypocritical considering that no one had spoken out against the Lovable ads.